Hilamalya:- Huge Expansion*******************************************************************************
Himalya:- hallmark is research and not revenue*******************************************************************************
History: -*******************************************************************************
The Himalaya Company was founded in 1930 by M. Manal with a vision that they want to serve humanity by launching Ayurvedic products and to unravel the mystery behind the 5,000 year old system of medicine.
Although M. Manal had no formal scientific training, he possessed a love for nature, boundless curiosity and a firm belief in herbal healthcare.
81 years ago, on a visit to Burma, M. Manal got inspired and found that a villager pacifies the restless elephants by feeding it the root of the plant, Rauwolfia serpentina.
He was fascinated by the plant’s effect on the elephants; he made an extensive research on plant roots and scientifically was proved that roots had some characteristics to heel the animals.
After detailed research, the company launched Serpina, the world’s first anti-hypertensive drug in 1934.
Mission is to contemporarise Ayurveda through modern scientific research.
Introduction: -
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Apart from the new wellness division, Himalaya has five separate divisions — nutrition, personal care, pharmaceutical, baby care and animal care.
Himalaya Company plot of land in Bangalore has transformed into Himalaya's 28-acre sprawling campus with an EU-GMP-certified manufacturing facility, an 80,000 square feet R&D and a lush green organic garden.
Himalaya has first herbal manufacturing units in India to be granted a good manufacturing practices (GMP) certificate.
The company has consumers in 67+ countries which rely upon Himalaya’s products.
Himalaya products have been endorsed by 300,000 doctors around the globe.
Company was awarded with an ISO 9001:2000 certification in 2003.
Expansion of the Himalaya:-
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The company started its operations in Dehradun; later spread its wings to Mumbai.
In 1975, the company set up an advanced manufacturing facility in Makali, Bangalore, India.
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FOCUS of COMPANY-
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They are trying to open the secrets of nature.
These days Himalaya is using modern medical science techniques to rediscover and unravel of Ayurvedic secrets.
From the discovery of the company has focused on developing safe, natural and inventive remedies that will help people lead wealthier, healthier lives.
The complete re-branding exercise and reorientation in the marketing strategy worked out well for the company.
Personal care:-
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The personal care industry in the country is estimated to be Rs 69,856 crore, with the herbal and ayurvedic segment being 31 per cent of it.
Personal care contributes 42 per cent to Himalays total sales, followed by pharmaceutical at 33 per cent, baby care at 15 per cent, animal health at 5 per cent and wellness at 5 per cent.
The men's grooming segment is estimated to be around Rs 5,800 crore
Personal care is a key business category for the company, with the segment contributing to 45 per cent of the Rs 2,200 crore turnover, followed by pharmaceuticals (30 per cent), baby care (17 per cent), and animal health and wellness with 4 per cent each.
The overall facewash market in the country is estimated to be about Rs 1,800 crore
Personal care has three main sub-categories—face, oral and hair--and over 35 product categories including skincare, foot care, eye care, healthcare, lip care and body care.
The company entered the men’s grooming segment recently; they launched a new microsite ‘HimalayaForHim’ to facilitate different kinds of conversations with the male consumers.
Himalaya is evaluating opportunities in hair gels and creams
personal care portfolio will expand with more shampoos, soaps, body lotions, premium creams, oral care and specific products for men’s care.
Himalaya Neem face wash is a product of great quality, has an exclusive tube design which makes it very appropriate to use and provides satisfying service to its customers.
Himalaya Neem face wash pitches itself as the teenagers’ product which satisfies to the teen’s pimples and acne problems.
The overall facewash market in the country is estimated to be about Rs 1,800 crore at present, with men's facewash accounting for 15-20 per cent of the space.
Focusing male grooming segment, herbal health and personal care firm Himalaya Drug Company is aiming to double its market share in the men's facewash category to 20 per cent in the next couple of years.
Purifying Neem Face wash is the number one brand in the face wash category
Himalaya has over 20 per cent share in facewash segment, making it the largest brand in the country.
Himalaya is a market leader in the overall facewash category with 24 per cent share.
Himalaya has 8-10 per cent market share in men's facewash.
The facewash category accounts for half the revenues in the personal care segment for the company.
From an industry perspective, the face wash segment is a Rs 1,200 crore category growing at 17.5%.
The products that are seeing maximum traction include Neem Facewash, anti hairfall shampoo and hair creams.
Pharmaceutical
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The two major business verticals--pharmaceuticals and animal healthcare--together contributed about 50% to the business last year and are growing at 15%.
Liv.52, a hepato-protective is its flagship brand.
Even today, Liv.52 is the crown jewel in the pharmaceutical portfolio, registering over Rs 250 crore (Rs 2.50 billion) in revenues and being the only herbal medicine in India's top 10 selling drugs.
About 32 per cent of Himalaya’s ₹3,500-crore turnover comes from pharmaceutical products.
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Baby care
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Currently the baby care market is valued close to Rs 1800 crores. Every year 42,434 babies are born in India. The market is huge and as yet under penetrated.
Currently baby care market is valued close to Rs 1800 crores. Every year 42,434 babies are born in India. The market is huge and as yet under penetrated.
The diaper market is also growing. In India the growth was CAGR of 22.23 per cent over the past five years
Himalaya BabyCare has also emerged as a leading player in the baby care segment.
The baby care division is growing at over 60 per cent annually.
baby care is expected to grow at a 13-14 percent CAGR till 2019.
The baby care division is growing at over 60 per cent annually.
The diaper market is also growinag. In India the growth was CAGR of 22.23 per cent over the past five years.
Mothercare:-
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Initially, the company has launched four products targeting mothers and will promote it through its network of gynaecologists and neonatologists. mothercare segment to contribute 5-6 per cent in our turnover
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Animal care.:-
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The two major business verticals--pharmaceuticals and animal healthcare--together contributed about 50% to the business last year and are growing at 15%.
Wellness
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Himalaya Drug Company has created a wellness division.
The wellness portfolio includes internal and topical wellness products from single herb formulations, or ‘pure herbs’, as well as therapeutic massage oils, balms and creams.
These wellness products to a large extent are herbal in nature and address chronic therapeutic areas like joint care, women’s health, vitality and immunity.
company will spend over ₹400 crore annually in marketing wellness products.
wellness is expected to grow at 60-70 per cent annually over five years.
Marketing Plan:-
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Himalaya’s biggest marketing strategy was shift from focusing Ayurvedic ideas to herbal personal care.
Leading marketing approaches of Himalaya are high quality, wellness, and uncompromised service with a smile.
They are able to supply the products needed by the customers at all times by keeping high standards.
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Distribution:-
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Himalaya products are reasonable and are available in various small and medium size packets which are very convenient to carry.
Promotions: -
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Famous Personality endorsements are a big attraction for the customers to relate with the brand at much higher levels.
Examples of Products:-
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Digital Marketing
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The website interface is very nicely done. Himalaya decided to go in the trend of an online store. This allowed customers who chosen online shopping to purchase what they need. This has been a very fruitful part in Himalaya’s over all business.
Diversification: -
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Verticals: - wellness, baby care, pharma, personal care, animal healthcare
Social Media Marketing:-
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Himalaya has widespread presence over social media. Its Facebook fan page with 2 million like & 8K followers on Twitter and a strong community boasts about its active engagement.
The company has also moved beyond social platforms to look at other digital platforms such as YouTube with 8K subscribers and microsites.
Product:-
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Cocoa butter body lotion
Himalaya Natural Glow Fairness Cream
Theme in Advt:-
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‘Challenge Accepted’ theme.
‘My Lakshya campaign’ to enable people live their dreams, redefines the value of living your dream.
Growth:
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Today Himalaya is present in 91 countries and by 2020, global revenues will account for 50 per cent of our business.
In the last decade co. grown over 30 per cent across segments. As per ORG data, Himalaya stands number 1 among herbal pharmaceutical companies in India.
Market Share:-
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The company has over 250 stock keeping units in categories including skincare, oral care, foot care, eye care, lip care and body care.
Himalaya has over 200 standalone retail stores and plans to take it to 300-400 outlets in the next three years
"The next growth will come from tier II cities whereCompany is expanding stores.
Today, out of the 200 stores, at least 50 per cent would be in tier II cities
E-commerce contributes around 1 per cent of the sales but the company is looking at growing it to 5 per cent in the next 2-3 years.
Himalaya plan co. to turn into a $1-billion company by 2020.
The new unit will develop and market non-prescription drugs targeting areas such as immunity, joint care, women’s health and vitality.
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Growth: -
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Today Himalaya is a head to heel herbal wellness brand with over 250 products and a global presence.
After the US Himalaya entered into Russia, then West Asia, followed by APAC and Europe.
The company, which reported a turnover of Rs 2,100 crore sales in the current fiscal
Himalaya has a market share of around 19%, ahead of brands such as Garnier, Clean & Clear and Pond’s.
“Till 2020, we expect to grow at a CAGR of at least 25 per cent.
Himalaya plans scaling up e-comm biz, targets Rs 100 cr by 2018
aims to increase sales force to about 7,000 from 2,000 during this fiscal.
Himalaya has a network of 179 exclusive retail stores across the country and we aim to make take that number up to 200 by the end of 2020.
The company competes in the personal care and healthcare space with rivals such as Hindustan Unilever, Procter and Gamble, Dabur
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Sales:*******************************************************************************
Every second, ten Himalaya products are bought by consumers around the world.
Himalaya clocked sales of more than Rs 1,200 crore in FY14
About 42 per cent of Himalaya’s ₹3,500-crore turnover comes from personal care, and 32 per cent from pharmaceutical products.
Digital Online Stores: Digital Wing:-*******************************************************************************
company launched sales through its online portal himalayahealthcare.com in 2008, which it subsequently rebranded to himalayastore.com.
started selling our products on the e-commerce portals including Amazon, Snapdeal and Flipkart last year and sales through this channel saw a 123 percent jump.
online sales is only 1 percent of the company's revenues.
It is now planning to launch a mobile platform and also integrating its offline and online retail across the country by the end of the year Online traffic is over 65 percent from mobile devices
Company will integrate online business with all 170 offline retail outlets by year end.
through the omni-channel integration, the company will be able to service orders from the nearest stores to the customers
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